When Will They Learn Not To Close?

What is there about health clubs that turns nice, normal people into hammering sales people. I visited a local (new) health club this weekend. I’d had it with rain, cold and snow and their interference with my health. Rachel was my “tour guide” (a.k.a. pressure sales person).

I know that she wanted to care about my well-being–that she was interested in me as a person–yet when a prospect walked in the door (me), all of that care went out the window, in favor of the health club sales training she had received. She wouldn’t tell me the price until she gave me the tour. (And she wouldn’t give me the tour until I filled out the paper work with 5 other sales people looking over my shoulder.)

She had to tell me all about the features of the equipment. She never let me ask any questions, for fear that I would take back control. After 10 minutes, she put the close on me: “Mr. Caskey, if you sign up today, I can knock $100 off the upfront fee” (she never told me what that fee was.)

As I looked around and saw one person working out — which told me their sales process wasn’t working too well (it was a Saturday morning at 9:00–prime time for a health club), I had a question: Why do they treat people that way? Do they really think they’re calling on bozos? Do they not think we know what they’re trying to do? She lost me and a lifetime value, perhaps in the thousands of my dollars.

If they paid me to come in for a day and work with them…I would have told them a) find out why the person walked in the door, b) offer me a drink, a coffee or something so I feel part of the family, c) tell me the price upfront so that I can spend the tour justifying the price, (rather than spend the tour wondering how she’s going to close me) and d) give me a weekend pass (or even a week- remember there was no one there so the week pass costs them nothing). With the pass, I can get to know the staff, get comfortable with the radios and tvs and equipment.

If I owned the club, I would even throw in a free hour of personal training (invest small money to make big money). Why is this so tough? It’s not. They make it that way. Everyone lost. I lost because I still don’t have a place to work out. And they lost because they didn’t get my money (and a new member, who can refer them to hundreds of others). They just don’t understand the economics. Have you had similar experiences?